With more than 60,000 books published a year, standing out from the competition is a challenge, particularly in a category as popular as health and beauty. This was the situation facing Dr. Nicholas Perricone, a noted dermatologist, the “father of the inflammation theory of aging” and the author of the best-selling book The Wrinkle Cure.

RPR undertook a media campaign that was so effective this first-time author landed the No. 1 spot on Amazon.com and was on The New York Times best-seller list for several consecutive weeks.

One of our first tactics was the decision to develop story ideas from the book, instead of pitching Dr. Perricone or the title. After analyzing the book, we developed pitches that we thought would pique the media’s interest. Among the storylines developed were “The Three-Day Diet for Better-Looking Skin,” “The Sugar/Aging Connection” and “Face-Saving Foods.”

Once Dr. Perricone’s book received positive press, we implemented a multilayered approach with a platform that featured his products (N.V. Perricone Cosmeceuticals) and his personality. Our pitching was once again well received, and the press that followed made Dr. Perricone one of the most sought-after dermatologists in the world.

As a result of our efforts, Dr. Perricone, The Wrinkle Cure and various N.V. Perricone Cosmeceuticals were featured in media outlets including USA Today, Allure, Redbook, Self, Vogue, Woman’s World, Time, Skin, Reuters, Men’s Health, In Style and Elle. Television appearances included week-long series on both Good Morning America and Lifetime Television.